SALES OPERATIONS


Adjust Your Sales Coverage Model for Sales Success


CRAIG RILEY


When sales leaders incorporate greater flexibility into their strategic planning activities and outputs, they build in an automatic response to high inflation and recessionary risks. The sales organizations that routinely reassess their ability to respond to economic disruptions come out stronger no matter what the economic forces are outside their control. Sales coverage models are no exception. This should be one of the main priorities for sales leaders.


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In 2022, according to Gartner research, 94% of heads of sales re- ported making at least slight chang- es to their sales coverage model in preparation for a potential recession. Although some level of coverage model change was nearly universal, those that made more significant changes saw the real benefits: • They were twice as likely to have best-in-class commercial performance.


• They were 33% more likely to exceed targets in new customer acquisition, cross-sell/upsell, or customer retention than those making more minor adjustments. Outperforming competitors also


requires making the right changes at the right time. To identify the proper strategy and scope of changes, heads of sales and sales operations should do the following.


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